Banzai - Nailing The Experience
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Transcript of Banzai - Nailing The Experience
The Fundamental Truths That Define How Organizations Treat
Customers… or“nailing the customer
experience!”
The 6 Laws of Customer Experience
Research Conducted by Bruce Temkin, Forrester; Presented by Mike Karlsrud, EyeWerx
Or.. You can’t please all the people all the time!
Law #1: Every Interaction Creates a Personal Reaction.
Like Physics?Experiences need to be designed for
individuals
Customer segments must be prioritized
Customer feedback needs to be the key metric
Employees need to be empowered
Bottom Line: You Need to Understand Your Customers, Personally.
Or.. It has been and always will be about me, baby!
Law #2: People Are Instictively Self-Centered.
Uh, Really?You know more than your customers, so deal
with it
Don’t sell things, help customers buy them
Don’t let company organization drive experiences
Bottom Line: Make the shift from self-centeredness to customer-centeredness
Or.. Keep your customers close, and your enemies closer!
Law #3: Customer Familiarity Breeds Alignment
HmmmDon’t wait for organizational alignment
Broadly share customer insight
Talk about customer needs, not personal preferences
Bottom Line: An External Focus Is An Antidote To Internal Politics
Or… I’ll treat our customers like you treat me.
Law #4: Unengaged Employees Don't Create
Engaged Customers.
People are like vending machines..Don’t under-spend on training
Make it easy to do the right thing
Communicate X 3
Find ways and things to celebrate
Measure employee engagement
Bottom Line: Customer Experience Depends on Employee Experience
Or… People respect what you inspect.
Law #5: Employees Do What is Measured, Incented, and
Celebrated.
Do as I do, not as I say…Don’t “expect” people to do the right thing
Clearly define good behavior
Watch out for mixed messages
Bottom Line: Don’t Blame Employees, Fix the Environment
Or… You can’t BS a BS’er
Law #6: You Can't Fake It.
Or at least not here, anywayDon’t hide behind the 4th priority
Sometimes it’s better not to start
Advertise to reinforce, not create positioning
Bottom Line: If You’re Not Committed to Customer Experience, You Can Only Fool Yourself.